Lemanski, Jennifer L.; Villegas, Jorge - In: International Journal of Pharmaceutical and Healthcare … 12 (2018) 2, pp. 181-197
Purpose: The purpose of this paper is to examine the impact of personal relevance, source credibility and advertising appeal type on the emotional and cognitive processing of a direct to consumer pharmaceutical ad for a meningitis vaccine. Design/methodology/approach: A 2 × 2 experiment was...